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Macy’s Unveils Luxury Beauty Concept in Miami

Revamped shop designs and virtual try-on technologies featured in department

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Photography: Jesus Aranguren/AP Images for Macy’s Inc.

Macy’s (New York) has taken the wraps off its latest beauty departments at its Dadeland store in Miami. That opening is part of an ongoing effort the department store retailer has undertaken over the past year to “elevate the beauty experience for our customers in stores by creating a luxury destination, enhancing technology and investing in best-in-class eventing and services,” the retailer said in an e-mail statement to VMSD.com.

The updated Macy’s Dadeland store experience in Miami includes revamped shop designs, virtual try-on technologies, three relaxation rooms and three branded treatment rooms offering a slew of services. Brands including La Mer, Dior and Clarins have on-site aestheticians.

Elevated beauty destinations like that found in the Dadeland store are now in 39 of the retailer’s markets, and similar upgrades are underway at two other Macy’s in South Florida, the retailer said.

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